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All Journal Ekopedia: Jurnal Ilmiah Ekonomi
Jaya Kusuma
Universitas Muhammadiyah Bandung
Economics, Econometrics & Finance

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Hubungan Kualitas Produk dan Citra Merek dengan Keputusan Pembelian pada Brand Fashion Lokal Jaya Kusuma; Halimah Zahrah
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/taf2es14

Abstract

The local fashion industry faces increasingly intense competition driven by changes in young consumers’ lifestyles. Screamous, a Bandung-based streetwear brand, has experienced declining market share and sales, indicating weakened purchase decisions. This study aims to analyze the effects of product quality and brand image on consumers’ purchase decisions toward Screamous. A quantitative causal approach was applied using a survey of 100 followers of the Instagram account @jayaaksmaa. The results show that product quality and brand image have positive and significant effects, both partially and simultaneously, on purchase decisions. The study concludes that strengthening product quality and brand image is essential to enhance competitiveness and contributes to the marketing literature on local fashion brands.  
Co-Authors Halimah Zahrah